According to research, 28% of consumers made gift purchases in 2023 based on recommendations from digital influencers
Posted: Mon Jan 20, 2025 5:11 am
A recent study conducted by the Mavely platform revealed that 28% of consumers made gift purchases in 2023 based on recommendations from digital influencers. Among Generation Z, this number is even more significant, reaching 52%. The survey, which focused on consumer trends for the end of the year, also highlighted that 34% of respondents trust influencers for gift ideas, and among young people from Generation Z, this figure rises to 58%.
This growth reflects the significant impact that content creators have on purchasing decisions, particularly during the festive season. Influencer marketing expert Fabio Gonçalves explains that this trust comes from the fact that influencers are seen not only as media figures, but as authentic people who connect directly with their audience, especially on social media.
“For them, influencers are not just media figures, but people with whom they feel they can connect on a more personal and authentic level. This relationship creates a natural trust, as they see content canada whatsapp data creators as reliable sources who share real experiences and practical tips. The aspirational lifestyle of influencers, combined with the way they interact directly with their followers, creates a strong relationship of credibility,” he explains.
Young people seek authenticity and repeated influences
While Gen Z is heavily influenced by creators, the research also reveals that these consumers are more discerning. They tend to need to see a product promoted four to five times before considering a purchase, while most consumers are convinced after two to three viewings. This reflects the need for brands to invest in long-term campaigns that build trust and relevance.
“This generation is more discerning in their purchasing decisions because they have been exposed to an excess of information since childhood and have developed a critical and conscious attitude towards consumption. They value authenticity and transparency, and tend to need to see a product promoted several times before considering a purchase, as they research more and check the consistency of recommendations. This selectivity means that brands need to invest in sustained influencer marketing campaigns that build trust and relevance over time, rather than quick promotions. In addition, ensuring creative freedom for the influencer is crucial, as this allows them to promote the product in an authentic way that is aligned with their style. Choosing the right creator, who resonates with the brand’s target audience, also makes all the difference to the success of the campaign,” says Fabio.
This growth reflects the significant impact that content creators have on purchasing decisions, particularly during the festive season. Influencer marketing expert Fabio Gonçalves explains that this trust comes from the fact that influencers are seen not only as media figures, but as authentic people who connect directly with their audience, especially on social media.
“For them, influencers are not just media figures, but people with whom they feel they can connect on a more personal and authentic level. This relationship creates a natural trust, as they see content canada whatsapp data creators as reliable sources who share real experiences and practical tips. The aspirational lifestyle of influencers, combined with the way they interact directly with their followers, creates a strong relationship of credibility,” he explains.
Young people seek authenticity and repeated influences
While Gen Z is heavily influenced by creators, the research also reveals that these consumers are more discerning. They tend to need to see a product promoted four to five times before considering a purchase, while most consumers are convinced after two to three viewings. This reflects the need for brands to invest in long-term campaigns that build trust and relevance.
“This generation is more discerning in their purchasing decisions because they have been exposed to an excess of information since childhood and have developed a critical and conscious attitude towards consumption. They value authenticity and transparency, and tend to need to see a product promoted several times before considering a purchase, as they research more and check the consistency of recommendations. This selectivity means that brands need to invest in sustained influencer marketing campaigns that build trust and relevance over time, rather than quick promotions. In addition, ensuring creative freedom for the influencer is crucial, as this allows them to promote the product in an authentic way that is aligned with their style. Choosing the right creator, who resonates with the brand’s target audience, also makes all the difference to the success of the campaign,” says Fabio.